IPhone Integrated marketing Communications plan

Valerie Ater
International service manager at United Continental Holdings
Shepherdstown, WV
Current WVU IMC student

Student Flies High in WVU IMC Program

WVU Integrated Marketing Communications (IMC) student Valerie Ater joined Continental Airlines, now United Continental Holdings, as an international service manager 15 years ago. In an average month she may travel to Paris, Amsterdam, Dublin, Belfast and London. She’s been as far as Mumbai, Hong Kong, Tokyo and Guam and has been to every country in Europe. Such a busy travel schedule made a traditional graduate program nearly impossible. But WVU’s online IMC master’s degree program was a perfect fit.

“In flying, I may commute up to Newark, N.J., and be there at 9 a.m. and then not fly out until 7 p.m., ” said Ater. “I wanted to use that time productively and came across the WVU IMC program. I really enjoy the marketing communications field and viewed this degree as another stepping stone.”

Ater is able to complete all of her courses entirely online from whatever city or airport she finds herself in. She is also able to take a term off if her schedule is too hectic.

“A huge plus about IMC program is not just the flexibility of the online delivery but also the flexibility in scheduling once you’re in the program, ” Ater said. “You don’t always know from month to month what’s going to happen in the airline business. When I have needed to take a term off, I’ve been able to do so. I think that the support and flexibility that every student experiences make this graduate program one of the most unique in the country.”

As she’s hopping from country to country, Ater must organize her studies well to succeed. She plans her international travel so that she’s home the first couple days of any new IMC course.

“I print out assignments and readings so I have them in case I can’t get home, ” said Ater. “I also try to read come chapters ahead of time. Deadlines are set from east coast time, but I’ve managed not to have a problem with changing time zones. I keep my watch on east coast time and my iPhone has a World Clock that I set my alarm by.”

Source: imc.wvu.edu

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Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a...